audience landscape report...a direct marketing data audience is defined, in the broadest sense, as a...

Audience Landscape Report

Direct Marketing to Fashion Shoppers

in the USA

AUDIENCE LANDSCAPE REPORT: US FASHION SHOPPERS

Introduction

Marketers can choose from a plethora of media options when seeking to reach targeted con-

sumers. These options range from traditional, measured media like TV and print, to channels

like social, digital, search, as well as direct marketing - the subject of this report.

Direct marketing – e.g. email, direct mail and telemarketing - offers marketers one of the

most efficient and precise methods of reaching their target customers given the many, very

granular selection criteria available for targeting purposes. Direct Marketing also has the

benefit of being one of the most measurable media channels available, offering very clear

response rate tracking and reporting, something marketers increasingly value in today’s om-

nichannel, attribution-focused marketing world.

This report covers available direct marketing au-

diences in the US, in this case, to reach fashion

shoppers. Because the US is such an astonish-

ingly prolific direct marketing data market, offer-

ing more than 30,000 separate consumer audi-

ences and 20,000 b-to-b audiences – the ana-

lysts at Infocore frequently conduct in-depth

research into audience sources to help market-

ers understand the scope of direct marketing

audiences that are available.

Without this kind of comprehensive and in-depth digestion of available options, marketers

run the risk of missing audiences that are likely to be highly responsive to their marketing

messages and offers, losing sales and overspending on other tactics that don’t perform as

well.


Introduction

Defining Direct Marketing Data Audiences

A direct marketing data audience is defined, in the broadest sense, as a list of individuals and

their contact information who share a specific set of attributes or activities that have been

collected and codified into a database that can be re-sold for marketing purposes, with the

proper consents from the data subjects to allow for this use.

Direct marketing data audiences are gathered in many different ways, including but not lim-

ited to:

Buyers of specific kinds of products, both in-store and online

Loyalty card holders

Registered visitors to specific kinds of websites, including product research sites,

content sites and the like

Individuals who have filled out online surveys or have self reported health condi-

tions, product interests etc

Individuals who have filled out post-purchase product registration cards

Book buyers and magazine subscribers

Charitable donors, political donors and those aligned with specific causes

“Owner Data” such as homeowners, auto owners etc

Compiled and modeled data sources which take known universes of consumers

and add in dozens of demographic characteristics, yielding a prediction of which

consumers are likely to buy specific products at a given time

Each audience data source – consisting of a specific list of individuals – is generated from a

unique combination of inputs, and contains its own combination of contact options that

third party marketers can use to reach the individuals on their list: email, postal or direct

mail and/or phone.


Introduction

Further, each source collects widely varying demographic details about the individuals on

their list: age, income, gender, marital status, household composition, presence and age of

kids, and many others, creating the selection granularity that marketers crave, which gives

direct marketing its reputation for efficiency.

Finally, and perhaps most critically, each direct marketing audience data collector has ob-

tained specific forms of permission from the individuals on their list. These permissions allow

the information they’ve collected about each person on their list to be contacted by third

parties who are “renting” access to a specific slice of that audience. This gives third party

marketers the ability to select and reach out to these direct marketing audiences with full,

legal permission, avoiding the fines and penalties associated with violating data privacy regu-

lations.


Research Approach

About this Report

This Audience Landscape Report examines the data available to marketers targeting Fashion

Shoppers in the United States.

Infocore’s analysis of the US market uncovered a total of 99 separate “Audience Groups”

with consumers that are ideal prospects for fashion marketers.

The Audience Groups selected for inclusion have high quality email and/or postal addresses,

are known to be accurate and sufficiently detailed, and exhibit good data hygiene.

CATEGORIES

Within our set of Audiences we have identified 17 Categories into which consumers can be

classified. The Categories represent various ways in which marketers might want to segment

and select the consumers that are ideal prospects for their particular product.

CATEGORY INCLUSION

Sources can contain multiple Categories so the number of Sources by Category exceeds the

number of Audiences. For example, one source may contain verified purchasers of both plus

size apparel and accessories. That source would be counted in both of those categories.

OVERLAP

The same individual may be included in more than one Source. As such, if one were to tally

the total number of records from multiple sources, that total often represents a very large

number, since there is often overlap between Sources. For example, a woman might sub-

scribe to a fashion magazine, and she may also be in a source containing people who pur-

chased petite sizes.


Summary Stats

Audience Categories and Groups

After an analysis of available Fashion Buyer sources we selected 99 that are included in this

report. Each source was examined to determine which category or categories it fell into.

Some sources are limited to only a single product type while others contain buyers of various

product types. Here we see that of the 99 included sources 12 contain data on teen fashion

buyers. Luxury brand buyers can be found in 14 of the 99 sources.


Summary Stats

Maximum Audience Sizes

Maximum Audience Size offers perspective into the number of unique individuals in a partic-

ular category because it eliminates any possible overlap between sources. Overlap occurs

when a person is in multiple sources - if, for example, a person is counted as a magazine

subscriber and also purchases from a catalog.

A person many be in 2 DIFFERENT sources, but one source should not have duplicates of the

same person. By looking at the number of individuals in one single, quality source we know

there are at least that many unique individuals in a particular category.


Channels

Postal and Email

Channels are the media through which the marketing message is delivered to the consumer.

In this report we are looking at delivery via email and postal.

Because each source collects different types of data about their individuals, not every source

has both email and postal mail available as a delivery method.

The table below shows the number of sources that offer email and postal channels within

each Audience Category.


Selects

Targeting for Specific Attributes

Selects are a myriad of additional details that data owners collect about the individuals in

their list. The type and number of selects varies widely , from 2 or 3 very basic things to an

extremely granular set of 30 or more attributes. Selects let marketers home in on demo-

graphic details like age, income, gender, marital status, and ethnicity. Additionally, selects

can include information about buying behavior, timing, preferences, and more.

The inclusion of certain selects is very specific to the category. For example, sources that

deal with automotive shoppers often contain Lease End information. Knowing when a car

lease ends allows auto marketers to deliver their message at the time it is most relevant to

the consumer.

Some of the available selects in the 99 sources used in this report include, among others:

Demographics

Age, Gender, Ethnicity, Marital Status, Presence of/Age of Children, Income, Life-

style & Interests, HomeOwner, Dwelling Type, Length of Residence

Buying Behavior

Credit Card Buyers, Online Buyers, Mail Order Buyers, Multi-Buyers

Transactions

Dollar amounts of purchases and types of products purchased

Recency

Recency is the time frame in which a purchase was made. Selects are common for

1 month, 3 months, 6 months, 12 months


Direct Marketing Process

Executing an Email Campaign

Each individual who receives the marketing email has given consent, allowing Third Parties to

contact them. The contact is always indirect - the Data Owner sends the message on behalf

of the Third Party marketer, always keeping possession of the email addresses. Only the Data

Owner has a permissioned relationship with the consumer.

The graphic below demonstrates the process for executing a Third Party email campaign.

In this example, the Third Party Marketer is a Women’s Fashion Brand and their Agency.

Infocore is managing campaign execution, which is a 3 phase process - Pre-Campaign, Pro-

duction phase, and Post-Campaign.

The desired result, here represented by the dotted line, is for the consumers to open and

click, and engage with the Third Party Marketer directly.


Direct Marketing Process

Data selection is part of the Pre-Campaign phase. This includes researching available Data

Owners to locate high quality Audience Groups which best match the Brand’s target con-

sumer. In this case a Fashion Magazine, a Fashion Show, and a High Fashion Website have

been chosen.

The Brand and/or their Agency develop the creative to be deployed - usually an html email

with numerous links back to the Brand’s digital real estate.

That creative is distributed to the Data Owners who will be sending the email to the selected

individuals. The creative is thoroughly tested and dynamically customized, which usually

takes less than a day.

The final creative is sent by the Data Owners to

the recipients who meet the marketer’s criteria.

Because it is from the white-listed domain of the

Data Owner, the consumer’s email client ac-

cepts it. High quality sources deliver over 95% in-

box placement rate.

A performance report is delivered to the marketer within 48-72 hours, detailing the total

opens, clicks, and other specifics.

This approach lets the marketer reach completely new prospects with each campaign, and

each prospect is explicitly qualified according to the marketer’s criteria. If desired, the mar-

keter can also “suppress” their existing customers from the recipient list to ensure that the

message is only going to completely new prospective customers.

Finally, marketers can customize an approach to re-contacting these same consumers after

that first email is delivered. Some marketers send a direct mail piece to consumers who open

an email. Others follow up with those who click on a link via social or mobile. Still others will

add in digital touches after the initial email contact.


Data Processing

COLLECT DATA

Consumer file is compiled via 5,000+ opt-in content & destination websites, online publishers, data partners, co-registration

CONFIRM DATA

Each record must be confirmed by a minimum of 2 sources, and is verified against telecom files & directory assistance files

DATA HYGIENE

Scrubbed against internal & partner files, bounce files, DMA Do Not Mail files, deceased & prison files, NCOA, DPV, CASS, & ECOA

ENHANCEMENT

200+ demographic & lifestyle attributes are added to each record from data overlays, online & offline surveys, & telemarketing

RELEASE for USE

Make available for Direct Marketing and Append Projects

Typical Data Processing Steps

Example of Opt-In and verification process


About

Infocore www.infocore.com

Infocore is a global data sourcing and insights agency, serving Fortune 1000 marketers and

their agencies in more than 150 countries around the world. Its blue chip clients use this care-

fully vetted data to power their customer acquisition and CRM initiatives, and to enrich their

large customer databases with critical data elements and triggers, enhancing the efficiency

and potency of their B2B and Consumer marketing activities.

In business for over 22 years, Infocore is a strong, profitable, well-known brand in the mar-

keting data and insights industry, with a sterling reputation for service, precision, expertise

and deep market knowledge.

As an acknowledged global expert in acquiring high quality data for US based multi-

nationals, Infocore’s current clients include Nissan, Mazda, Honda, Toyota, NetFlix, IBM, Mi-

crosoft, P&G, Dell, Disney, American Express and dozens more in the Tech, Financial Ser-

vices, Automotive and Consumer products sectors. Infocore also works closely with some of

the biggest agencies and customer analytics firms in the world, including Epsilon, Yes Lifecy-

cle Marketing, TBWA Chiat Day, Hacker Group, Maritz, Garage Team Mazda, TeamOne, AS-

PEN, Ogilvy, RAPP and many more.

Contact Us:

[email protected]

mailto:[email protected]

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